As above. Good lighting is very much the art of creating the right shadows in the right places, flooding the subject with lights or with very soft lighting just produces bland results that nobody can really find objectionable, but nobody will be drawn to those shots either.
Soft and bland lighting isn't wrong, for many shots (the type that appear in newspapers or similar showing people smiling at the camera, shaking hands with each other (remember when we used to shake hands, pre Covid 19?) mostly need to be bland. But shots that are intended to grab the eye need to be more focussed on the light.
Here's an (old) example from one of my tutorials. The subject here was the Jewellery and the shot was taken to sell it. The model was there to catch the viewer's attention, as simple as that. The simply sales message is that you (or the girlfriend that you're buying for) will look like the model with this jewellery. This shot ended up on the cover of a woman's glossy, but it wasn't taken for that purpose.
Coming back to Phil's point about deconstructing the image to work out the lighting, this one is as simple as it gets because only one light was used.
First, look at her eyes, the reflections tell you that the light is straight in front of her and above. Look more closely and you'll see that these specular highlights (reflections) are fairly small and round, could be a round softbox - until you look at the shadow below her bottom lip, chin and elbows. The shadows here are deep and hard, this pretty much rules out any kind of diffused lighting such as a softbox. There are also shadows under her cheekbones (although they have been reduced a bit in PP). The lighting is becoming easier to work out now, we know it isn't a softbox because the shadows are too clearly defined and it can't be an umbrella for the same reason.
It can't be a standard reflector, which could produce similar shadows, because the lighting on her face and body is too smooth.
And that leaves us with a choice of two modifiers, either a beauty dish or a fresnel spot. From memory it was a fresnel, a bluddy great 14" one, from Bron.
But, let's not worry about the actual modifier, what matters here is the placement of the light, so positioned to create strong shadows.